The starting price of €5,000 was established for every lot. All the lots were sold. Makarevich’s cow that fetched €38, 000 became the top lot. Three buyers were bidding for it. The cow painted by Zurab Zeretely was bought for €18,000. Some bidders purchased two cows.

The original idea of the parade was evolved by Jerry Elbaum. It was he who started to exhibit painted plastic cows in the streets of the world capitals and donate raised money on charity. The first parade was organized in 1998 and took place in Zurich. Through the seven years of its existence the festival was held in 25 cities, among them Tokyo, Sydney, New York, London, Stockholm and Brussels. The Moscow auction totaled impressive €302,000.